Gregory Rocco

Gregory Rocco is the Co-founder and Product Advisor at Spruce and an Operating Partner at Ethereal Ventures, based in Brooklyn, New York. At Spruce, he focuses on decentralized identity and authentication infrastructure, helping the company secure a $34 million Series A funding round led by Andreessen Horowitz in 2022. He also co-authored the "Sign-In with Ethereum" standard in collaboration with the Ethereum Foundation to advance user-controlled data privacy. Prior to his current roles, Rocco served as the Strategy Lead for digital identity at ConsenSys, where he guided product strategy and team structuring for various emerging blockchain applications. Earlier in his career, he worked as an editor-in-chief, a startup consultant, and an associate producer in children's digital media. His current focus remains on bridging product strategy with decentralized technologies to build user-centric digital identity solutions.